Mass Customization: Reflections on the State of the Concept
Mass Customization: Reflections on the State of the Concept
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DOI：
10.1007/s10696-005-5170-x
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发表时间：
2004-10
期刊：
影响因子：
--
通讯作者：
F. Piller
中科院分区：
文献类型：
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作者：
F. Piller
多年来的理论和实证研究都认为大规模定制带来的机遇是积极的。许多公司已经成功地运用了这种新的商业模式。但他们中的大多数是相当小的初创企业，利用大规模定制的新奇效应进入成熟市场。大规模定制操作仍然局限于几个例子。本文的目的是分析大规模定制实践的最新状况，回答四个基本问题，经常提出的管理者和学者在谈到这种方法的挑战：客户需要定制的产品？如果是，是什么阻止他们购买这些产品？我们是否拥有大规模定制的技术？为什么许多公司在引入大规模定制的过程中和之后失败了？为了回答这些问题，本文提出了12个命题。这些问题涉及到术语问题、缺乏关于各种市场对定制产品的真实的需求的可靠信息、配置技术的实施状况、缺乏关于大规模定制业务的组织和战略能力的管理知识以及对真诚的变革管理活动的需求。这些问题可以解释为什么大规模定制的实际实施的现状缺乏背后的描述和讨论的现象在管理文献。
The opportunities of mass customization are acknowledged as fundamentally positive by theoretical and empirical studies for many years. Many companies are already operating on this new business model successfully. But most of them are rather small start-ups which utilize the novelty effect of mass customization to enter mature markets. Large scale mass customization operations are still limited to a few examples. The objective of this paper is to analyze the recent state of mass customization practice by answering four basic questions which are frequently raised by managers and scholars when talking about the challenges of this approach: Do customers need customized products? If yes, what prevents them from purchasing these offerings? Do we have the enabling technologies for mass customization? And why do many firms fail during and after the introduction of mass customization? To answer these questions, this paper develops twelve propositions. These refer to terminological problems, a shortage of reliable information about the real demand for customized products in various markets, the state of implementation of configuration technologies, lack of management knowledge about organizational and strategic capabilities of mass customization operations, and the demand for sincere change management activities. These issues may explain why the present state of practical implementation of mass customization lacks behind the description and discussion of the phenomenon in the management literature.